What will the future of the sports event hegemony look like?
Editor’s note: This article is from WeChat public account “Guotai Junan Securities Research” (ID: Gtjaresearch), author Guotai Junan Media Team.
The in-depth report released by Guotai Junan Media Team some time ago, “Electric Lights, Expos in the Future – Z Generation New Consumer Series Report III”, trying to uncover the veil of the industry chain of the e-sports industry, let us see, the future What does the hegemony of sports events look like?
Poke this to see the Monarch Research Z Generation Consumer Watch Series Report:
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01E-sports:Zhiva’s “Chinese Women’s Volleyball Team”
About e-sports, in most of the outsiders, perhaps staying in the computer game stage.
In fact, as early as 2003, the State Sports General Administration listed e-sports as the 99th official sports event. In 2008, after the National Sports Administration integrated and integrated China’s existing sports, e-sports became the “78th Movement.”
▼International Sports Organization and Government,There is a clear shift in e-sports >
Data source : Penguin Zhikuo
Even so, under the pressure of parents and public opinion, the e-sports industry has gone through China.East, 哔哩哔哩, 滔 体育 sports have set up their own teams and entered the electric competition.
▼All capitals invest in e-sports clubs
Data source: Whales see the hole
The event operations and e-sports venues that are most closely related to the e-sports are also taking the lead by VSPN and alliance e-sports.
04Close to traditional sportsElectric competitions become more and more clear in the game
How does the e-sports become a real business?
We see that
Head-to-head competitions represented by LPL, KPL, OWL, etc. are moving towards alliance, and their operating models, business values and bonus scales are approaching traditional sports competitions –
C-side users contribute traffic and money, and B-side advertisers offer buy exposure.
Take the Dota2 player-driven Ti event as an example.
Dota games were first produced by the Warcraft Map Editor. The iterations of multiple versions have been enduring for a long time. There are many hardcore gamers, and the number of users is kept at tens of millions. Characterized.
In August 2019, TI9 was held in Shanghai. The topic of microblogging #Ti9# reached 2.43 billion, the invoice was only 53 seconds, and the 26804 sets of tickets on the barley network were all sold out. The second-hand ticket in the final day was once fired to 10,000 yuan. And its total prize pool reached an astonishing $34.29 million.
▼Shanghai Ti9 is the hottest Ti event in history
Source : Sports Industry Ecosphere
Where does the huge bonus come from? This has to mention a “creative” of VAVLE.
When Ti3 was in 2013, VAVLE set a bonus distribution mechanism. Each time before the Ti Dota2 game, the “Warrior Writ” (the player called “book”) will be launched. Players can upgrade the Warrior Writ by purchasing various services in the game. VAVLE will earn 25% of the annual Warrior Writ. Invest in the Ti tournament total prize money.
▼Upgrade “book” to unlock rich game content
Source : Sports Industry Ecosphere
The Warrior Writ is a season pass with multiple levels. Players can unlock the corresponding game skins, accessories and voice effects by spending time playing games or reloading the Warrior Writs level. The highest level.
According to the player statistics, it is necessary to recharge at least 2,400 yuan to the 2000 level, and also need to spend a lot of time and effort in the game.
The player is happy to recharge in the “Warrior Writ”. On the one hand, the player hopes to have a better looking game skin and more interesting voice effects to satisfy his desire to collect and show off; on the other hand, for various reasons. The “cloud player” who plays the game pays for his own feelings and simply supports game development and Ti events.
These “cloud players” are mostly old players who are passionate about Dota in their school days. Dota has become an irreplaceable memory for them in their lives. The slogan “Recharge for Faith” has also come from this.
▼ 2019 “Warrior Writ” pays the first charge of $21,382
Source :Stratz eSports
When the Ti3 was held, the total prize money was only 2.86 million US dollars. At Ti9, it has jumped to 34.29 million US dollars. As a result, Ti became sold without sponsors and copyrights, and players only created a myth of tournament bonuses.
▼Ti bonuses hit record highsOnly player crowdfunding still brings huge total bonuses to Ti